More infrastructure connectivity needed 

The government should prioritize infrastructure development to improve connectivity among the Philippines’ diverse tourist destinations, said Loleth So, president of the Hotel Sales and Marketing Association (HSMA) and group commercial director of Megaworld Hotels & Resorts. According to So, enhanced accessibility is crucial to attracting more visitors.

Recent figures from the Department of Tourism (DOT) show that tourist arrivals reached 2.1 million from January to April 2025—down 0.82 percent compared to the same period in 2024 and 26 percent below pre-pandemic levels in 2019. Despite setting a target of 8.4 million tourist arrivals for 2025, the DOT fell short of its 2024 goal of 7.7 million, ending the year with only 5.95 million visitors.

A notable concern is the significant decline in South Korean tourists—formerly the country’s top source market—whose arrivals dropped by 18 percent in the first four months of 2025. This dip has been partly attributed to rising safety concerns among South Korean nationals.

However, So argued that blaming the decline solely on criminality is unfair, emphasizing that such risks are not unique to the Philippines. She highlighted the hospitality industry's strict security measures within hotels and resorts and reminded visitors to exercise caution when exploring unfamiliar areas.

More critically, So believes infrastructure gaps are deterring travelers from fully exploring the Philippines’ island destinations. With hotel occupancy currently down to 60–70 percent, she stressed the need for improved transport and inter-island connectivity.

To address the industry's challenges and future, HSMA is set to hold its third Sales and Marketing Summit on June 19 at the City of Dreams Manila. With the theme “Leading the Shift: Redefining Hospitality Sales and Marketing for the Next Generation,” the event will focus on innovation, commercial strategies, and leadership development.

“The HSMA Summit brings together leaders and future changemakers to shape Philippine tourism,” So said. “It’s more than learning—it’s about empowering the next generation to lead.”

The summit will feature keynote speeches, panel discussions, and breakout sessions covering a range of topics, including the impact of government policy on the hospitality sector, AI-driven marketing, revenue optimization, and distribution strategies. Speakers include Tourism Promotions Board COO Ma. Margarita Nograles and DILG Secretary Juan Victor “Jonvic” Remulla.

Agnes Pacis, HSMA’s director for education and VP–commercial at SM Hotels and Convention Corp., echoed So’s emphasis on preparing young professionals for leadership. She noted the high turnover in the industry, especially post-pandemic, as many experienced hoteliers transitioned to other industries or moved overseas.

“About 80 percent of our members are young professionals,” Pacis said. “We need to equip them not just with skills, but with the right mindset, commitment, and dedication to the craft.”

Both So and Pacis cited the importance of continuity and long-term vision in hospitality leadership, pointing out that impactful initiatives often require more than a year to bear fruit.

So, who views this advocacy as her personal mission, highlighted the extensive voluntary work involved in organizing the summit. “This isn’t part of our job descriptions—it’s a commitment to the industry,” she said, expressing gratitude for the support of her employer, Megaworld Hotels and Resorts.

Pacis said that by reinforcing the importance of mentoring the next generation. “You can’t build a legacy in a year. We’re planting seeds now that will only grow with consistent effort and leadership.”